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EMARKETER

Canada Time Spent With Media 2024

Total Media Time Will Peak This Year

Report by Paul Briggs  |  Jun 28, 2024

Time Spent With Media 2024

How Consumers Spend Time With Media in 4 Countries

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Executive Summary
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Table of Contents
Executive Summary
Media consumption patterns in Canada continue to change, making the audience a moving target
Total time spent with media in Canada will peak in 2024
Digital time spent will outpace traditional media by a factor of almost 2-to-1
Mobile will account for more than a third of total time spent with media
Viewing still leans toward linear TV, but CTV is gaining
Listening favors digital audio over radio
Social media time spent has jumped over the past five years
Sources
Media Gallery
About This Report
Canada ranks near the top of the list of countries for average daily time spent with media, with digital formats driving consumption to new levels.
Topics
Media Consumption
Canada
Table of Contents
Executive Summary
Media consumption patterns in Canada continue to change, making the audience a moving target
Total time spent with media in Canada will peak in 2024
Digital time spent will outpace traditional media by a factor of almost 2-to-1
Mobile will account for more than a third of total time spent with media
Viewing still leans toward linear TV, but CTV is gaining
Listening favors digital audio over radio
Social media time spent has jumped over the past five years
Sources
Media Gallery

Our annual time spent with media in Canada estimates are a must-read for marketers developing a media mix that best engages audiences. An increasingly fragmented mediascape presents challenges and new opportunities for advertising effectiveness.

Key Question: What media formats do consumers in Canada rely on the most?

Average Time Spent per Day With Select Media Formats and Devices by Adults in Canada, 2010-2025 (hrs:mins)
E-Mail ChartDownload

Key Stat: Digital media will make up 63.0% of time spent with media this year.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Media consumption patterns in Canada continue to change, making the audience a moving target
  3. Total time spent with media in Canada will peak in 2024
  4. Digital time spent will outpace traditional media by a factor of almost 2-to-1
  1. Mobile will account for more than a third of total time spent with media
  2. Viewing still leans toward linear TV, but CTV is gaining
  3. Listening favors digital audio over radio
  4. Social media time spent has jumped over the past five years
  1. Sources
  2. Media Gallery

Charts in This Report

Average Time Spent per Day With Select Media Formats and Devices by Adults in Canada, 2010-2025 (hrs:mins)Canada Ranks Second Among Select Countries for Average Daily Time Spent With Media (average hrs:mins spent per day with media among adults, by country, 2024)
Mobile Is by Far the Leading Access Point to Media (average hrs:mins spent per day with select media formats and devices among adults in Canada, 2024)The Device Dynamic in Canada: Smartphones Are Displacing Time Spent With Desktops/Laptops (average hrs:mins spent per day with select devices among adults in Canada, 2017-2026 )
In Canada, Time Spent With CTV Is Gaining on Linear TV (average hrs:mins spent per day with connected TV and linear TV among adults in Canada, 2020-2026)In Canada, Time Spent With Digital Audio Far Exceeds That of Radio (average hrs:mins spent per day with digital audio and radio among adults in Canada, 2020-2026)
Time Spent With Social Media Will See Slowing Growth but Remain Well Above the 1-Hour Mark (average hrs:mins spent per day with social networks among adults in Canada, % change, and % of digital media time, 2017-2026)

authors

Paul Briggs

Contributors

Bill Fisher
Principal Analyst, UK
Brian Lau
Forecasting Analyst
Paul Verna
Principal Analyst
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